"What is your value statement?" This critical question is challenging to answer, but doing so strengthens your marketing.

Value statements tell your prospective client or referral source in a clear and concise way what value you will deliver—how they will be better off after going through your "black box."

Unfortunately, the vast majority of those marketing professional services cannot succinctly describe the value their service provides. They can describe what they do but not what the essential value is of their services. Most professionals will tell you they know what value they bring, but when asked to articulate its worth, they need three paragraphs to describe it. By then, however, the listener has long lost interest.